““Peter Steiner’s 1993 cartoon in the New Yorker captured the promise of freedom and anonymity that the Internet once offered: “On the Internet, nobody knows you’re a dog.” But our era of big data—especially as more data are captured and at finer-grain resolutions—flips this premise around. Our behaviors online, in virtual worlds, and when using smart mobile devices allow others to make accurate inferences about who we are and what we like. On the Internet, everybody knows you’re a dog. And as marketers and advertisers compete over this growing flood of data, the facts they learn about each of us are likely to become more and more unsettling.””